Conjoint Analysis Modelling of Stated Preferences. A Review of Theory, Methods, Recent Developments and External Validity

Conjoint Analysis Modelling of Stated Preferences. A Review of Theory, Methods, Recent Developments and External Validity

Conjoint studies, appropriately designed and used, are found to be capable of predicting real behaviour in real markets. Discrete choice tasks are more reliable than ranking or rating tasks. The author makes suggestions for further research.

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